About Me

Hi, I’m Alex.

I build communities, started one of the longest running coworking communities in the world, write a crapload of words every day, tweet a little too much, coach people to be the best version of themselves possible, can't stop learning new things, and do my very best not to take myself too seriously.

I have one goal: to fill the world with truly excellent collaborators so we can all work together, better.

Because let's be honest...most of us aren't very good at it.

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These are my most popular and most valuable pieces, to help you get started.

Thesis #23: Companies attempting to “position” themselves need to take a position. Optimally, it should relate to something their market actually cares about.

I don’t like this thesis. Well, I don’t like the second half of it.

I do agree that companies need to own who they are. But the second part of this suggest something dastardly.

Something that, if you’re not careful, it leads you down a road of being unauthentic.

You can’t just hire a clever copywriter to position your company as quirky, off the wall, or funny because that’s what your market wants.

That’s not the point.

If your position only exists to appease your market, you’re doing it wrong.

Your position shouldn’t be what everyone else thinks, it requires introspection, and a strong set of values. Not only does that make it easier to take that position, but it lets all of the bullshit of trying to maintain that position go away.

If your market doesn’t care about your position, you’ve got two options: pick a new position to execute against, or pick a new market.

Here’s the clincher.

There’s only one of you. There’s always another market.

Be yourself. Be authentic. That’s the only position you can have.

My boy Gary Vaynerchuk has a lot to say on this, he calls it “executing against your own DNA”. You have to know what you are, and own it.

Whatever you do, don't build your coworking community alone.

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